Do it Gradual says Jim Roberst “tell reporters that if they don’t report online, their competitors will: “If I could point to one thing that has really worked, it is appealing to reporters’ competitive instincts.”

There is nothing on it but their video player suggests that ITV’s attempt to grasp digital and catch up is working. Their use of social networks may be another – even if it’s only ‘journo’ facing at the moment